Building Brand Equity in Sustainable Fashion: Lessons from Success and Failure

In the fast-changing world of sustainable fashion, strong brand equity isn’t a “nice to have", it’s the engine of long-term growth. Kevin Lane Keller’s Brand Resonance Model offers a roadmap: moving from awareness → performance/imagery → judgments/feelings → resonance, loyalty, and community.

But not all brands make it through that journey.

American Apparel rose fast with provocative ads and an ethical, sweatshop-free promise. But quality issues, high prices, and scandals derailed performance and trust. With no resonance to sustain loyalty, bankruptcy followed.

Honest By (Bruno Pieters) nailed transparency in supply chains but remained niche. Its ethical focus didn’t translate into broad accessibility—imagery felt elitist, alienating price-conscious shoppers. Without emotional connection, the brand shuttered in 2017.

And then there’s the exception:

Patagonia. Its adventurous, activist, and authentic personality aligns perfectly with outdoor enthusiasts and eco-conscious consumers. From “We’re in business to save our home planet” to its minimalist aesthetic, every element reinforces relevance, honesty, and mission. Programs like Worn Wear repairs and 1% for the Planet don’t just market—they deliver on brand promises. The result? Loyalty that feels less like customer retention and more like a movement.

The takeaway for sustainable fashion leaders:

• Audit your brand, are visuals, messaging, and performance consistent with your personality?
• Test resonance, seek feedback from real audiences, not assumptions.
• Evolve without dilution, update logos, slogans, or collaborations carefully, preserving heritage while staying current.

Brands that stumble often fail to build those middle layers, performance, imagery, judgments, before leaping to resonance. Patagonia’s longevity proves that when all layers align, equity turns into enduring community.

By applying these lessons, fashion leaders can avoid short-lived hype and cultivate brands that actually last.

Last week, I compared Patagonia vs. Reformation: Who Wears the Crown? Patagonia’s authentic brand equity outshone Reformation’s trend appeal—driving premium pricing and deeper loyalty.